Max Mara’s creative director Ian Griffiths still marvels at the success of the Teddy Coat, which marked its 10th anniversary in 2023. “Who would have guessed that the old coat I found by chance in a cabinet would have turned out to be such a hit around the world?”
And a hit it is, not only in terms of its business performance, as Max Mara has sold 90,000 of the coats, but also in light of the international visibility it has brought to the brand, increasing its relevance on social media and attracting a younger clientele while retaining its loyal customers.
Brand awareness further soared through the Fluffy Residence activations in main cities around the world celebrating the Teddy Coat’s birthday. These are spaces reimagined as a home where everything is wrapped in the coat’s signature fluffy beige fabric, from the kitchen countertop, bookshelves and flowers to tableware, the bed with a giant teddy bear figure sitting on it, and even the bathroom. Numerous posts appeared on social media, with visitors posing for selfies in their favorite rooms.
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